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Transcript

  • 1. MANAGEMENT GLOBAL MARKETING
  • 2. GLOBALIZATION IMPERATIVE Chapter One
  • 3. 1
    • Overview
    • 1. Why Global Marketing is Imperative
    • 2. Globalization of Markets and Competition
    • 3. Evolution of Global Marketing
    • 4. Appendix
    Globalization ImperativeChapter One
  • 4. Overview of Globalization
    • A
    Imperative
  • 5. 1
    • Exhibit 1-1 “Change in the World’s 100 Largest Companies”
    • global vs international vs multinational
    1. Why Global Marketing is Imperative
  • 6. 1
    • Exhibit 1-2 “ US Balance of Goods, Services and Income over 20 Year Period”
    • International Trade (IT) and International Business (IB)
      • IT = exports/imports
      • IB = includes IT and foreign production
        • export of products
        • investment in foreign production
        • contract or manufacture in foreign country
      • foreign production is larger than IT
    2. Globalization of Markets and Competition
  • 7.
    • Global Reach
    • United States
      • 3:1 ratio of foreign products to exports
      • 6:1 ration of US/European production to exports
      • 5:1 ratio of European owned US located subsidiaries
    • Japan
      • 2.5:1 ratio of Japanese subsidiaries to Japanese exports
    2. Globalization of Markets and Competition (cont)
  • 8. Competition (cont)
    • Who Manages International Trade?
      • intra-firm trade
        • transfers to affiliates overseas
        • 30% of US exports
        • 30% of exports by Japan and Britain
    2. Globalization of Markets and
  • 9. 1
    • What is Marketing?
      • satisfies customers needs
      • anticipates and creates their future needs at a profit
      • reactively and proactively
    • Domestic Marketing
      • exhibit 1-3
      • ethnocentric
    3. Evolution Of Global Marketing
  • 10. 1
    • Export Marketing
      • ethnocentric
    • International Marketing
      • polycentric
      • multidomestic marketing
    • Multinational Marketing
      • regiocentric
    3. Evolution of Global Marketing (cont)
  • 11. 1
    • Global Marketing
      • geocentrism
      • reduction of cost inefficiencies and duplication of efforts
      • opportunities to transfer products, brands and ideas across subsidiaries
      • emergence of global customers
      • improved linkages … leading to global market infrastructure
    3. Evolution of Global Marketing (cont)
  • 12. 1
    • Comparative Advantage Theory
    • International Product Cycle Theory
    • Internalization / Transaction Cost Theory
    4. APPENDIX
  • 13. 1
    • Exhibit 1-4 “Comparative Advantage at Work”
    • absolute advantage vs comparative advantage
    • commodity terms of trade
    • principles of international trade
      • 1. countries benefit from international trade
      • 2. international trade increases worldwide production by specialization
      • 3. exchange rates are primarily determined by traded goods
    COMPARATIVE ADVANTAGE THEORY
  • 14. 1
    • Exhibit 1-5 “International Product Cycle”
    • first
      • economies of scale
      • economies of scope
    • second
      • technological gap
      • monopoly power
    • third
      • preference similarity (consumption power)
    INTERNATIONAL PRODUCT CYCLE THEORY
  • 15. INTERNALIZATION/ TRANSACTION COST
    • multinational companies
    • appropriability regime
    • dominant design
    • manufacturing and marketing ability
    THEORY

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